Split testing, also known as A/B testing, is a method that allows web designers and marketing specialists to compare two versions of a webpage or landing page to determine which one converts visitors into customers or achieves other predefined goals more effectively. This process becomes a crucial tool for optimizing conversion rates, as it helps identify the most effective design elements, content, offers, and other aspects of the page.
1. Setting Goals and Metrics
Before initiating a split test, it's essential to clearly define the goals you want to achieve. Goals may include increasing the percentage of visitors who fill out a contact form, boosting sales of a specific product, or increasing the number of sign-ups for a newsletter. At the same time, it's crucial to establish specific metrics that will be used to measure the success of each tested version of the page.
2. Selecting Elements for Testing
For effective split testing, it's key to choose specific elements of the page to test. These could include headlines, graphics, calls to action (CTA buttons), content structure, colors, placement of elements on the page, or even the length and style of text. The selection of elements should always be driven by preliminary data, analysis, and hypotheses about what might improve the conversion rate.
3. Creating Variants
Once the elements to be tested are selected, create at least two variants of the tested page (Variant A and Variant B) that differ only in one chosen element. This way, you can isolate the effect of the change and attribute any differences in conversions to that change.
4. Using Split Testing Tools
There are several tools available for split testing that can help you with the execution and analysis of your test. Some popular tools include Google Optimize, Optimizely, VWO, and Unbounce. These tools allow you to easily create page variants, distribute traffic among these variants, and analyze the results.
5. Analyzing Results and Implementing Changes
After a certain testing period (which should be long enough for the results to be statistically significant), it's time to analyze the data. Compare conversion rates and other relevant metrics for both variants of the page. The variant with better results should be implemented as the standard. However, the testing process should be continuous – even after implementing changes, it's good to test additional elements or new hypotheses to continuously improve the performance of your conversion pages.
Split testing is not a one-time task but rather an ongoing process. Even after finding a "winning" variant, it's important to continue testing other aspects of your conversion page. The market is constantly evolving, as are the behaviors and preferences of your customers. By regularly testing and optimizing, you ensure that your conversion pages remain effective and competitive in the long term.
